In recent years, more and more global brands have made a significant decision: they’ve adopted their own top-level domain, known as a Brand TLD. Companies like Google, Microsoft, BMW, and Barclays are examples of organizations that have launched domains such as cloud.microsoft, blog.google, and home.barclays. But why are brands investing in their own domain extensions? Is it just about having a flashy digital address, or is there something deeper at play?

What Exactly Is a Brand TLD?

A typical domain, like company.fi or company.com, is a rented part of a broader domain name system. In contrast, a Brand TLD is a top-level domain owned and operated by the company itself, such as .audi or .barclays. This gives the company full control over its namespace – including who can create subdomains, what services are published there, and how the entire infrastructure operates behind the scenes from a technical perspective.

Why Does This Appeal to Large Enterprises?

First and foremost: trust. When all web services reside under addresses like *.brand, customers can be confident they’re interacting with an official source. In an era where phishing and spoofed websites are commonplace, this kind of transparency is increasingly important.

Second: improved security and visibility.

Owning a Brand TLD allows an organization to manage its own DNS infrastructure, gather detailed traffic data, and respond to anomalies faster. For example, abnormal domain queries can be detected and blocked in real time – a capability not as easily centralized with conventional .com or .fi domains. TLD-level HSTS and DNSSEC are also more easily managed.

Third: simplified domain management.

When all services are under a single domain structure – like api.brand, shop.brand, and auth.brand – administration and development become significantly easier. Internal and external services can be clearly separated yet still kept within a controlled architecture.

Additionally, Brand TLDs support modern development practices. DevOps teams benefit from a clear, automatable naming structure, making it easier to implement version control and CI/CD pipelines. Logical separation of environments becomes straightforward – for example, dev.api.brand and prod.api.brand.

Concrete Examples of Brand TLD Use in New Services:

  • Microsoft transitioned its M365 service to cloud.microsoft.
  • Google uses domains such as blog.google and registry.google.
  • Barclays offers online banking through home.barclays.
  • BMW and MINI use domains like ratzel.bmw and muenchen.mini.

But What About the Downsides?

The truth is, a Brand TLD is neither free nor risk-free. Acquiring one requires money, time, and expertise. Technical implementation demands careful planning, and not all infrastructure is fully compatible with newer TLDs. Phishing attacks won’t disappear completely – they’ll just change form – but their volume will almost certainly decrease.

Another consideration is user familiarity. Consumers are used to traditional domains like microsoft.com or google.com. That’s why even tech giants haven’t entirely abandoned their legacy addresses, even as they roll out Brand TLDs for campaign sites, internal systems, and new digital services.

Is This the Future?

Absolutely – especially for large enterprises and organizations that invest in digital infrastructure, cybersecurity, and user experience.
A Brand TLD provides not only increased visibility and distinction but also technical benefits that, over time, can improve operational reliability and efficiency.

Following .NOKIA, suitable candidates in Finland might include companies with short, well-known names that stand out in the market. Cities like .HELSINKI also make excellent use cases.

Looking Ahead: New Application Window in 2026

In 2026, ICANN will open the next opportunity to apply for a new top-level domain. The application period will last about 3–4 months, and it’s wise to start preparing well in advance.

So if your organization is developing new digital services, API interfaces, or international web visibility – now is the right time to pause and ask: Could a Brand TLD be part of your digital strategy for the future?

We’re happy to help you assess suitability, business justification, and technical readiness.

 

Hannu Rokka
Senior Advisor
5Feet Networks Oy, Helsinki, Suomi
linkedin.com/in/hannurokka